活跃度与补贴对O2O平台需求的影响机理及优化策略

doi:10.16381/j.cnki.issn1003-207x.2021.2679

摘要/Abstract

摘要： 研究了商家活跃度和补贴水平对O2O(Online to Offline)平台需求的影响机理及用户需求随机下平台如何制定补贴策略的问题。首先，依托百度外卖(饿了么)实际运营数据特征，考虑商家活跃度和补贴水平下，构建时间序列与多元回归相结合模型，来有效识别活跃度与补贴带动用户需求的影响机理，结果表明，商家活跃度及补贴优惠能够有效带动用户需求。其次，进一步结合O2O用户即时需求与订单价格呈现的非线性相关特性，构建平台、商家、用户参与的序贯博弈模型，分析平台最优活跃度水平及最优补贴策略。结果表明，为获取总体收益最大，平台应依据商家交叉网络强度差异化实时调整补贴策略，进而灵活调控用户弹性。

关键词: 数据赋能；即时需求；网络效应；活跃度；补贴策略

Abstract: The Online to Offline (O2O) platform, connecting merchants with customers, has provided a trading venue for online transaction but offline experiencing. As an emerging two-sided platform, cross network effect promotes the explosive growth of O2O market scale. However, compared with conventional two-sided platform, the massive transaction data accumulated on the O2O platform are highly time-dependent, and the stochastic of users’ on-demand makes real-time subsidy strategy become a more complex operation problem.

Key words: digital empowerment; on-demand; network effect; activeness; subsidy strategy

中图分类号:

F274

吴志樵, 康亚玲, 罗健, 唐加福. 活跃度与补贴对O2O平台需求的影响机理及优化策略[J]. 中国管理科学, 2023, 31(2): 173-181.

WU Zhi-qiao, KANG Ya-ling, LUO Jian, TANG Jia-fu. Research on the Effect Mechanism and Optimization Strategy of Activeness and Subsidy on Platform User Demand[J]. Chinese Journal of Management Science, 2023, 31(2): 173-181.

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